This article was collaboratively written by Holly Niemiec and Conor Bond. To maximize the effectiveness of your online advertising campaigns, you need a diverse skillset. Even with perfectly crafted keyword lists and highly targeted lookalike audiences, there’s one crucial element standing between potential customers and your business: ad copy.

That’s a great value proposition. We’ll delve into social proof and sitelinks later. Ultimately, you need people to click on your ads (excluding awareness campaigns on platforms like YouTube and the Google Display Network). More specifically, you need the right audience to click. That’s where compelling copywriting comes in. Let’s explore eight excellent copywriting tips for Google and Facebook!

4 copywriting tips for Google Ads

We’ll start with search campaigns. Here are four top tips for creating compelling Google Ads copy.

1. Tailor your message to the customer journey

Google aims to deliver the most relevant search results to its users. When determining the relevance of ads in an auction, Google relies heavily on keywords. In essence, keywords help Google connect search queries with suitable ads. Therefore, it’s best practice to incorporate specific keywords into your ad copy. While including target keywords is important, they shouldn’t be your primary focus. Instead, concentrate on addressing the specific needs of individuals searching for products or services related to your business. This involves aligning your message with different stages of the customer journey. What does this mean? Among the search queries that trigger your ads, users are at various points in their customer journey—the path from recognizing a need to purchasing a solution. Someone at the beginning (awareness stage) might be exploring options, while someone nearing the end (conversion stage) is more likely to buy.

TripAdvisor’s ad effectively targets individuals at the start of their customer journey. When users scan search results, they’re looking for something specific. Entice them to click by writing ads that directly address their immediate needs. Aligning your copy with the customer journey often means being flexible with keyword targeting, and that’s perfectly acceptable. Remember, people don’t click on ads because of keyword density. They click because the ad presents a compelling offer.

2. Explain why some users shouldn’t click your ad

Isn’t the goal to encourage clicks? Why discourage them? Because some users who trigger your ads are highly unlikely to convert. It’s crucial to remember: You only want users who are likely to become customers to click your ads. Otherwise, you’re wasting money on clicks with no return. And that’s not good. While completely eliminating unqualified clicks isn’t always possible, certain copywriting strategies can help. The simplest approach is using your copy to define your target audience—implicitly indicating who it’s not for.

Would you click this ad if you weren’t a student? For instance, imagine you sell specialized skincare products for women. To attract potential customers and build your remarketing audience, you’re bidding on the modified broad match keyword +skin +care +products. The problem? This keyword could be triggered by male users, and your products are specifically for women. To address this, simply include “for women” in your headlines and descriptions. This won’t eliminate all clicks from men, but it will significantly reduce them.

3. Don’t waste space on obvious information

While text ads have expanded, character limits still exist. With limited space to differentiate yourself from competitors on the search engine results page (SERP), wasting characters on information users already know is a major mistake. Here’s an example of what not to do, spotted when searching for “crm software”:

This ad might be acceptable in a branded search campaign. However, “crm software” is a high-funnel query. The user’s intent is clear: I need CRM software and I’m exploring options on Google. Let’s be honest, there’s no reason to click this ad. The headline states the obvious and fails to communicate Pipedrive’s value proposition. Now, look at this ad from Zoho, ranking higher for the same query:

While the description could be improved, let’s focus on the headline, specifically the second part: Close more deals every day. This is a strong value proposition and makes Zoho’s ad significantly more compelling than Pipedrive’s.

4. Optimize your copy for mobile devices

Imagine this: You’ve crafted the perfect text ad—aligned with keyword intent, deterring unqualified clicks, and highlighting a clear value proposition in the headline. However, after a couple of weeks, it performs poorly on mobile. What went wrong? One possibility: Google truncated your copy for mobile optimization, removing crucial elements. Let me explain. Google recently expanded text ads, offering advertisers a third 30-character headline and a second 90-character description. While the extra 120 characters are great, smaller devices like smartphones and mini tablets might not display all three headlines and two descriptions. Google automatically cuts copy in these cases. To prevent losing crucial information, ensure your first two headlines and first description contain the most important details.

This ad exemplifies effective preparation for headline truncation on mobile devices. While including your brand name in the headline is ideal, it’s not essential. Conveying value is paramount. By prioritizing their value proposition, Nutshell ensures minimal click loss on mobile.

4 copywriting tips for Facebook Ads

While Google’s audience targeting has improved, Facebook remains unparalleled for reaching specific demographics. However, reaching the right audience is only half the battle; your message matters. Here are four tips for writing exceptional Facebook Ads copy.

1. Test, test, test

Digital marketing involves assumptions. When advertising on Google, we assume targeted keywords reflect user intent. When creating Facebook Custom Audiences, we assume those users will be interested in our offer. And when writing ad copy, we assume it will resonate. However, assumptions aren’t always accurate. Your meticulously crafted Facebook ad copy might fall flat, indicated by low click-through rates (failing to attract the right audience) or low conversion rates (failing to deter the wrong audience). While assumptions are inevitable, they offer valuable learning opportunities. That’s why A/B testing is crucial. A/B testing compares the performance of two ad variations. While useful for optimizing various elements like target audience and call to action, it’s particularly effective for refining ad copy. The key question is: Does one messaging style resonate significantly better than another?

Here’s a simple example. You’re new to Facebook advertising and want to determine if your target audience prefers a casual or professional tone. For one week, run a casual ad targeting your audience. The following week, target the same audience with a professional ad. If one significantly outperforms the other, you’ve gained valuable copywriting insight!

2. Strive for a seamless blend

Here’s the hard truth: People generally dislike being advertised to, especially while browsing photos or checking friend updates. Facebook’s ad auction algorithm recognizes this. The less engagement (likes, comments, shares) Facebook anticipates for your ad, the lower it will rank. Does this mean giving up on Facebook advertising? Absolutely not! It simply means crafting ads that create a positive user experience by seamlessly blending into the platform. Believe it or not, writing unobtrusive Facebook ads is simpler than it sounds. Consider what your target audience wants to see. Remember tailoring Google Ads copy to match user intent at different stages of the customer journey? Apply the same principle to create effective, relevant Facebook ads that blend seamlessly into News Feeds.

Let’s say you’re introducing your business to a new audience on Facebook using a Lookalike Audience based on past ad clickers. Since it’s their first interaction with your brand, directly asking them to sign up for a free trial would be jarring and ineffective. Instead, invite them to watch a video or read a blog post. This feels natural and less intrusive, potentially even making users forget it’s an ad! That’s the goal.

3. Don’t be afraid of long-form copy

This might seem counterintuitive. Conventional wisdom dictates that social media ad copy should always be concise. While brevity has its place, it’s not always the answer. Consider three key factors when writing Facebook ad copy: the promoted content, the desired user action, and the audience’s familiarity with your brand. For instance, if you’re promoting a webinar and want users to register, providing additional information and outlining the webinar’s value is beneficial. People are hesitant to share personal information through online forms without understanding the benefits.

Additionally, longer copy can deter unqualified leads, minimizing wasted resources. Finally, extended copy is beneficial when targeting cold audiences. Simply stating that your summer clothing campaign has launched won’t resonate with an unfamiliar audience. However, providing a concise overview of your brand’s value proposition can make a significant impact.

4. Consider your audience’s context

While Google and Microsoft (Bing) have improved their audience targeting, Facebook remains the gold standard for reaching precisely segmented groups. Despite ongoing efforts to refine targeting parameters, Facebook still offers powerful tools. For example, you can target users with upcoming birthdays. By acknowledging this special occasion in your ad copy, you can potentially drive significant sales in a short period.

Remember, a single touchpoint based on an annual event doesn’t mean you have to wait a year to re-engage. For instance, if you target men with upcoming anniversaries to promote a concert, you can retarget them afterward with personalized messaging like “The special day has passed, but the music lives on.” This creates a lasting impression. The takeaway: Facebook’s robust audience targeting capabilities empower you to craft incredibly precise and personalized ad copy.